The course focuses on the analysis of consumer purchasing behavior, i.e. the processe and conduct that characterize individuals in their purchasing and consumption of products and services.
In particular, the course has the following objectives:
1) to illustrate the fundamental concepts of consumer behavior as a study discipline and its main theoretical bases of reference;
2) to identify the main factors able to influence individual decisions; deepen the decision-making processes and their basic steps; illustrate the main actors involved in these processes;
3) to decline the analysis of consumers' behavior according to a marketing perspective, illustrating the usefulness of consumer knowledge for the elaboration of effective marketing strategies and tactics in both profit and non-profit enterprises.